Last year was an eventful one for Digitas’ new business team. Not only did the group achieve significant personal milestones — including one wedding and three babies on the way — but it also said goodbye to one CMO and welcomed back another.
As full-time CMO, Linda Piggot helped the team navigate the agency’s “new normal,” a confusing landscape that includes virtual chemistry sessions, hybrid final presentations and, ultimately, distracted clients. In order to cut through the noise and stand out, the new business team — who share a love of pop culture and reality TV — built a physical pitching set. Modeled after a Real Housewives reunion-show set, the team transformed the 16-square-box Zoom meeting into an interactive interview set complete with lights and cameras. Over the past 18 months, this approach has helped the team win 80% of its pitches, bringing in more than $50 million in revenue. What’s more, the team propelled prospecting efforts to new heights, including its highest in-year revenue ever and a 100% increase in year-over-year referrals from past clients and contacts.
“I’ve worked with many new business teams in my career, but this is by far the most impressive,” said Caroline Winterton, president, New York region, Digitas. “They never rest on their laurels. They’re always testing, learning and then applying those learnings to real-life pitch situations.”